Fragrance sampling site Scentbird has expanded its subscription plans to now include full-sized makeup. After securing $18.6 million in funding during the spring, the move is part of the company’s plans to establish itself as a destination for all things beauty.

Its new extension, Makeup Pilot, debuted on August 8 with an assortment of products from tarte, Kat Von D, Ardency Inn, trèStiQue, and its sister brand, Deck of Scarlet. Current subscribers have access to the products as part of their monthly $14.95 plan.

Though the step may seem unusual for a scent-based business, the company said the expansion was in response to feedback from customers by way of social media, ongoing surveys and reviews.

“During the past six to eight months, Scentbird’s subscribers had proactively reached out to us asking, ‘what’s next?’,” explained Mariya Nurislamova, CEO & co-founder of Scentbird and Deck of Scarlet. “Since we have a fluid dialog with our consumers, in turn, we asked them, ‘what do you want to try next?’ The response was color makeup. That being said, as a beta program, we are debuting the Makeup Pilot Program to our subscribers in a very, ‘you asked and we delivered’ approach.”

To promote the launch, the company will begin sharing social posts, followed by digital ads and emails. The success of the program will be evaluated on how quickly its initial quantities sell out.

“Measuring the success for any new launch is imperative. It’s the cornerstone in deciding if you want to move forward, tweak, or stop altogether,” said Mariya. “Eventually, once we have a solid sampling pool, we will tap our community for feedback on their experience.”

In addition to Makeup Pilot, the company plans to use its new financial support to fund growth plans.

“We’re focusing on product innovation and also on growing our team,” said Mariya. “As part of our next chapter and brand growth, we will be launching into scented skin care later in the year and throughout 2019.”

Scentbird, which has around 250,000 subscribers in the U.S. and Canada, launched in 2013 as a perfume-only subscription service and has since grown to include a collection of over 500 fragrances (including perfume, cologne, unisex) in addition to its own namesake line of scented bath, body, and home goods. Its top five markets include New York, California, Illinois, Texas and Florida. According to the company, 95 percent of its revenue is generated from subscriptions and it currently captures 1 percent of the multi-billion-dollar prestige fragrance market.